IMPACT

Sorrento is one of the most popular tourist destinations in Victoria. Located approximately an hour and a half’s drive south of the Melbourne CBD on the Mornington Peninsula. Sorrento has some of the best beaches Victoria has to offer as well as a plethora of dining and retail experiences.

OVERVIEW

The Sorrento Chamber of Commerce wanted to gain a better understanding of their visitors, and how they could increase visitation to Sorrento in Winter.

THINK Global Research spoke to people who visited Sorrento recently and those who were planning on visiting to establish what drove their visitation, what they liked and disliked about the destination, how much they spent and on what categories.

From here, THINK created segments of Sorrento’s visitors and determined what attracts them during the warmer and cooler months. It was then determined how best to attract visitors in the future, particularly during Winter, to inform the Sorrento Chamber of Commerce’s strategic direction.

METHODOLOGY

Journey Mapping; Segmentation; Quantitative; Market Sizing; Customer Profiling.

FOR THOSE THAT LIKE THE DETAILS

Visit Sorrento Chamber of Commerce website